Budweiser Budvar brand advertising campaign was awarded a grand prix in the prestigious competition “Louskáček”

5. 4. 2013 | České Budějovice

At the end of March, the results of the 21st “Louskáček” competition of advertising creativity for 2012 were presented in Prague. The panel evaluated many communication activities of Budweiser Budvar Brewery in the past year, which had been brought into effect by Kaspen/Jung von Matt advertising agency. The main prize - the grand prix – was awarded to the Budweiser Budvar brand advertising campaign called “NO”. The key and publicly probably best known part of the campaign was a TV commercial with Jan Tříska. Nonetheless, the campaign “NO” was much vaster, consisting of an image part and a product part. The media used in the campaign were TV, cinemas, press and POS items. Furthermore, special-deal multipacks of Budweiser Budvar Premium Lager completed the campaign at the selling points.  

“The award deservedly evaluates the big team that worked on the campaign, whether on the side of Kaspen/Jung von Matt agency or Budweiser Budvar. The Grand prix is a proof that the path we took in 2010 is the right one. However, more important than the commercial awards for us are 2012 economic results, which reflect the communication,” says Budweiser Budvar brand manager from Budweiser Budvar Brewery Aleš Eder. Budweiser Budvar managed to increase its beer sales by 2% and the sales of Budweiser Budvar Premium Lager by 5%.

The panel also evaluated Budweiser Budvar’s other advertising and communication activities brought into effect by Kaspen/Jung von Matt agency in 2012:
Campaign - gold - Budweiser Budvar - campaign “NO“
TV/cinema - gold – commercial “NO” with Jan Tříska
Online campaign - gold - Gallery “NO”
Online campaign - silver – Pardál school of fine-tuning
Other interactive tools - silver – Non-alcoholic search tool
Media - bronze - Non-alcoholic search tool

Details and notes on the “NO” campaign
The preparation of the “NO” campaign started in 2011, but the campaign basically only followed on the key decisions made in 2010, when the positioning and the Budweiser Budvar brand target group were redefined. The “NO” campaign presented the Budweiser Budvar brand as a premium, distinctive and inspiring brand, which has been saying its “NO” for over a hundred years, during which it has managed to keep its own integrity, not falling prey to fashionable trends. The preparation of the “NO” campaign was preceded by an opinion poll of a wider target group. The poll indicated that although a way of smallest resistance and efforts to avoid problems (therefore prefer saying YES) is typical for present Czech society, deeply inside many people do not identify themselves with such made compromises. According to the research, the issue of dissent turned out to be the topic the Budweiser Budvar brand target group perceive very intensively. The Budweiser Budvar brand definitely needs not to be ashamed for its historical NOs, four out of which were reiterated: NO to substituting ingredients, NO to decreasing the maturing period, NO to selling its own name and NO to licence production away from České Budějovice. Each of these four NOs was represented by one knight – an allegorical fighter – made from symbols corresponding with the particular topic included with each headline of the campaign. Nevertheless, such NOs have occurred in the Budweiser Budvar brand’s history much more frequently: the first NO was said by Czech brewers in 1890 during the census, when the German management of the České Budějovice Civic Brewery tried to force them to register as German nationals (they were supposed fill in the German language as the language they speak into the census forms). Their resolute NO at this time resulted in establishing the Czech Joint-Stock Brewery in České Budějovice – the direct predecessor of Budweiser Budvar Brewery.

Historical outline of the evaluation of Budweiser Budvar’s communication activities
2001 – Budweiser Budvar brand campaign called “Let’s go for a beer” was awarded a Gold EFFIE 2001 (a competition for the most effective advertising campaign in the Czech Republic)
2004 – the Budweiser Budvar brand was selected for the “in” list of brands in the UK by the British organisation of independent experts Superbrands, being awarded the “CoolBrands leader” title
2004 – a set of promotional items of the Budweiser Budvar brand gained the highest European award for creativity and technical design “Popai Europe Awards 2004”
2005 – the Budweiser Budvar brand was selected for the prestigious list of 100 most important brands in the Czech Republic - Superbrands
2006 – as the only Czech brand, the Budweiser Budvar brand was selected for the prestigious British list “CoolBrands” by the British organisation of independent experts Superbrands
2007 – the Budweiser Budvar brand was selected for the prestigious list of the most important brands in the Czech Republic - Superbrands
2007 – the advertising campaign for the Pardál brand “One of us” was awarded a silver EFFIE 2007 in the A category – foodstuffs and beverages (a competition for the most effective advertising campaign in the Czech Republic)
2007 – the advertising campaign for the Pardál brand “One of us” was awarded the “Best small campaign” title in the FLEMA 2007 competition (the innovative use of the media is evaluated in this competition)
2009 – a TV commercial for the Pardál brand was awarded a silver medal at the advertising and marketing international festival “Red Apple 2009“ in Moscow
2009 – a TV commercial for the Pardál brand was awarded a “Silver drum“ at the advertising festival in Portorose
2010 – Budweiser Budvar, N.C. was awarded the “Client of the year” title within the “Louskáček” competition  as a client who supports the original Czech creative advertising most
2010 – a TV commercial for the Pardál brand was awarded a Grand Prix in the “Louskáček” competition – a prize for the overall best commercial applied
2010 – a TV commercial for the Pardál brand was awarded a gold “Louskáček” in the “TV commercials” category
2010 – an advertising campaign for the Pardál brand was awarded a gold “Louskáček” in the “Campaigns” category  
2011 – the Budweiser Budvar brand campaign called “Drevny Kocur“ was presented by the Marketing & Media Polska magazine the best campaign in the social media in Poland
2012 – Budweiser Budvar was presented the “Client of the year” in the “Louskáček” competition as a client who supports the original Czech creative advertising most  
2012 – the advertising campaign called “The winning challenge” for the Budweiser Budvar brand was awarded a gold “Louskáček” in the “Online“ category
2012 - – the advertising campaign called “The winning challenge” for the Budweiser Budvar brand was awarded a silver “Louskáček” in the “Campaigns“ category
2012 – the advertisement for Budweiser Budvar Non-Alcoholic Beer was awarded a silver “Louskáček” in the “Print“ category
2012 - the advertisement for Budweiser Budvar Non-Alcoholic Beer was awarded a bronze “Louskáček” in the “Outdoor“ category  
2012 – Pardál brand labels were awarded a bronze “Louskáček” in the “Direct marketing” category
2012 - Pardál brand labels were awarded a bronze “Louskáček” in the “Media” category

About the “Louskáček” competition
Louskáček is a prestigious competition for the most creative Czech advertisement annually organised by the Art Directors Club of the Czech Republic in cooperation with the Association of Communication Agencies (AKA). Louskáček is a part of the ADC*E Awards – Best of European Design and Advertising. The winning projects automatically qualify for this prominent European competition, which takes place in Barcelona. More information can be found at http://www.adc-czech.cz

 

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